Coors creates shortlist for Carling music events brief

The brewing giant has drawn up a shortlist of agencies and an appointment is expected within days.

Cake is one of four agencies that have pitched for the business, along with incumbent agency KLP Euro RSCG, which has held the account for at least three years and re-pitched. The Outside Organisation and LD Publicity have also pitched for the contract.

The brief up for grabs includes consumer PR work for Carling's music sponsorships, such as Mean Fiddler's annual Reading/Leeds rock festival in August, plus event management work.

Coors head of sponsorship Stuart Cain - to whom the agency will report - confirmed that he had seen pitches for a 'wide-ranging' remit and said a decision was likely 'within a couple of weeks'.

He added that a decision had not yet been made as to whether to hire one or two agencies.

Last month, Carling signed a three-year, £3m deal to rename some of the UK's best-known music venues.

The deal, which the PR strategy will promote, sees four venues - the Brixton Academy, Birmingham Academy, Bristol Academy and the soon-to-open Glasgow Academy - all renamed as the Carling Academy, suffixed with their location.

The agency will also promote Carling's series of 'Homecoming' gigs, in which bands such as the Manic Street Preachers and the Charlatans have previously performed.